Staff Reporters
May 9, 2022

Publicis Creative defends agency brands under unified P&L

AGENCY REPORT CARD: With the consolidation of its creative agency brands under the leadership of Natalie Lam, this supergroup is unlike any other in the industry.

Publicis Creative defends agency brands under unified P&L

Publicis enjoys singing to the tune of its ‘Power of One’ song, the one that consolidates revenue of all agencies in its network. This means that the lines between BBH, Publicis Worldwide, Leo Burnett, and Saatchi & Saatchi are increasingly blurry.

Not too blurry though, as the group emphasises that it has no intention of collapsing its creative agency brands. Instead, in 2021, it focused on carving a differentiator for each brand to ensure that they had a clear growth strategy and were being handed the right clients. But are these differentiating factors clear enough, or is the group struggling to define its creative strengths? 

What was Publicis Creative’s overall grade? Our full report with the overall grade—plus scores for business; innovation; DEI and sustainability; creativity and effectiveness; and management—is available only to Campaign members.

Become a Campaign Asia-Pacific member to get access to all the 2021 Agency Report Cards and much more.

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